Kraft divides grocery business

Kraft Foods Group, the North American grocery business that separated from the snacks enterprise, says it will add two standalone business units to focus its brand-building work.

A meals and desserts division will market brands including Kraft Mac & Cheese and Velveeta dinners, Stove Top stuffing, Cool Whip and Jell-O, the Northfield, Ill.-based company says. The second unit will concentrate on so-called enhancers, such as A.1. steak sauce and Grey Poupon mustard, and snack nuts like Planters. The other units center on beverages, cheese, refrigerated meals and foodservice.

The growth ultimately to six business units will ease managing a disparate collection of brands, while increasing focus on brand-building, the company reports. The new units begin operation July 1 and will report the first results at the end of the third quarter.

Source: www.bloomberg.com

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